Why LeapFrog Shares Fell

Although we don't believe in timing the market or panicking over market movements, we do like to keep an eye on big changes -- just in case they're material to our investing thesis.

What: Shares of educational toy maker LeapFrog (NYS: LF) lost their bounce today, falling as much as 11% in intraday trading after Toys "R" Us announced its entry into the tablet computer market.

So what: A Toys "R" Us tablet? Yes, you heard that right. Of course, the toy giant isn't going to be competing with Apple or Google with the new Tabeo. Instead, the kid-focused tablet will compete with the likes of, you guessed it, LeapFrog. Last year, LeapFrog launched its LeapPad, a tough tablet with learning applications for kids as well as a camera and video recorder. What didn't it have? The Internet, which is a feature -- along with parental controls -- that the Tabeo will include.

Now what: In 2011, three retailers -- Wal-Mart, Toys "R" Us, and Target -- accounted for 64% of LeapFrog's domestic sales and 30% of international sales, so there's little surprise that investors are concerned about this competitive move. The LeapPad is hardly LeapFrog's only product, nor is Toys "R" Us its only channel. However, the LeapPad has been a key driver for LeapFrog's recent growth, so a good reception for the Tabeo could put a real dent in LeapFrog's prospects.

The Motley Fool owns shares of Apple. Motley Fool newsletter services have recommended buying shares of Apple, LeapFrog Enterprises, and Google. Motley Fool newsletter services have recommended creating a bull call spread position in Apple. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors.Fool contributor Matt Koppenheffer owns shares of Wal-Mart and Target, but does not have a financial interest in any of the other companies mentioned. You can check out what Matt is keeping an eye on by visiting his CAPS portfolio, or you can follow Matt on Twitter @KoppTheFool or Facebook. The Fool's disclosure policy prefers dividends over a sharp stick in the eye.